AM Online

Take the price war to the independent sector

Your independent garage rivals may well claim to be cheaper for servicing, but can they prove it?

Carmakers and their franchised dealer networks are increasingly concerned at the slice of the aftersales market believing there's a cheaper service at the end of the independent rainbow.

So perhaps it's time for more franchised dealers to take the price war back to the independent sector, if they are to succeed in challenging perception.

Birchwood Garages has just done so, with the result that a national independent servicing operation has hauled over the coals for not being able to prove it really is cheaper than franchised dealers.

That national independent servicing operation is not dissimilar to the one behind the TescoAutocentres website.

If more dealers challenged their independent rivals' claims through the Advertising Standards Authority, those independents would have to be much more sure of their position before they ran price-beating marketing campaigns.

Then it's simply down to the franchised networks to show the real value of their service and expertise.

If you are not a registered user your comment will go to AM for approval before publishing. To avoid this requirement please register or login.

Comment as guest

Login  /  Register


No comments have been made yet.